Profit: Focus on long term sustainability to maximize returns by remaining highly versatile; and

Planet: Provide opportunities for the most disadvantaged, unskilled and unemployed, while doing our share to promote local community and environment.

Our Values

Commitment: Pursue our vision vigorously, not allowing impediments to discourage us, but rather engage us further, while honoring our obligations;

Accountability: Ensure the highest level of consumer confidence in diamonds by applying the Best Practice Principles and live up to our status of Supplier of Choice with a guarantee of the highest standard of corporate governance;

Passion: Be committed to result driven 'beneficiation' and value addition in Namibia;

Partnerships: Work with stakeholders to achieve our common goals, by listening to their needs;

Integrity: Support our products with our partners;

Quality: Ensure world-class products; and

Leadership: Be constructively discontent and focus on consolidation and innovation while remaining responsive to change ahead of the competition.